Himalaya Face Wash: Brand Associations and Lifestyles

The Himalaya Drug Company is interested in obtaining insights into how the lifestyle of consumers is associated with the use of face washes, especially of its own brand. As the population of India, which is primarily under the age of 35, becomes more affluent and self-conscious, personal grooming has become more important. Several brands have positioned themselves in the market according to various attributes and benefits. Himalaya wants to understand the impact of values and lifestyles both on the category of face washes and on the brands in this category. The case makes use of a consumer survey conducted in December 2011 that investigated the lifestyle of consumers and connected it to various face wash brands through the concept of laddering. Were the attributes and benefits of the brands associated with the lifestyles of the consumers? How were values associated with brand association? Himalaya hopes to obtain insights through these questions to discover how it can effectively compete with its competitors through branding association.

The case can be used in courses on consumer behaviour, marketing research and international marketing that are part of postgraduate management programs.<br><ul><li>To understand both the need for brands to analyze branding associations and the linkages between brand associations and consumer values.</li><li>To use a concept, other than brand positioning, to analyze in depth the implications of brand associations in a highly competitive market through the concept of laddering.</li><li>To understand how consumer behaviour can add value to the basics of branding and positioning.</li></ul>

• Consumer behaviour
• brand positioning
• branding
• India